Glo: Hyper Launch

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

Campaign Details

Brand: GloAdvertiser: British American TobaccoAgency: Geometry / OgilvyCountry: Japan

Campaign objectives & challenges

In April 2020 BAT launched it's latest tobacco heated product (THP), glo-Hyper. While 2020 was a challenge for many brands it became a watershed year in THP marketing for BAT with a drive towards digital and commerce transformation. With the launch coming one month into the Covid-19 outbreak the race was on to re-gear away from traditional category approaches towards digital and e-commerce.

The primary business objective was to launch the latest THP device and achieve increased category...

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